A former titan of the beer industry is quietly bidding adieu to its drinkers this week as Schlitz, once the world’s best-selling beer, is brewed for the last time. Pabst Brewing Company, which acquired Schlitz in 1999, announced that several of its more affordable brands, including Schlitz, would be placed “on hiatus” following reports of empty shelves circulating on social media.

Schlitz began in 1849, founded by August Krug in a Milwaukee tavern. It dominated the beer market throughout the 20th century and was instrumental in advancing the use of brown bottles to prevent light from skunking beer. However, the brand faced challenges, including labor unrest and ownership focused on cost-cutting measures that introduced a cheaper formula in the 1970s, leading to its decline.

My own introduction to Schlitz came in 2008, during my college years at the University of Wisconsin-Madison. Drawn by its retro label and the attractive price of under $3 for a six-pack, I was pleasantly surprised to discover that Schlitz was not just drinkable, but genuinely enjoyable. The malty aroma hit me as I opened the first bottle, and its flavor was markedly more complex than the typical cheap lagers I had consumed at the time.

As Pabst maps out potential strategies for reviving beloved brands based on customer feedback, Schlitz’s future seems increasingly uncertain. Instead of giving the 177-year-old beer its own farewell, Pabst has enlisted Wisconsin Brewing Co. to craft the “final Schlitz” on May 23. Brewmaster Kirby Nelson is using old records to resurrect the original formula, aiming to capture the brand’s golden era from 1948, when it was the king of beers.

While efforts to honor Schlitz’s legacy are commendable, Pabst’s decision to allow the iconic brand to fade is not surprising. Many of the drinkers familiar with Schlitz during its heyday are dwindling in number. Baby boomers, who might seek a taste of nostalgia in retirement, mostly remember an inferior version from decades past.

Despite its fall from grace, Schlitz will always have a special place in my memory. It opened my eyes to a variety of beer, paving the way for my love of craft brews that surged in the 2010s. More importantly, it offered affordability in my student budget, making it a staple choice during a financially constrained time.